Marketing In A Recession - HubSpot

In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.

Marketing in a recession overs a unique opportunty. We tell our clients at http://controlaltelite.com.au that the possibility to expand their marketing and grow their business actually has much bigger payoffs in the long term, as everyone else is being too cautious.

14.
Outbound vs. Inbound Marketing
1. Find a “targeted” list 1. Do inbound marketing
2. Call, email
2 Call email, mail the list 2.
2 Attract people to your
3. Most of them (97%) business
have no interest 3 Qualify out those that
3.
4. Those that have are interested, but not
interest need to be a fit for you (50%)
qualified, and sold on 4. Engage with those that
your company are interested and a fit
Lots of time, effort Don’t waste time,
and money wasted effort, money on
on uninterested uninterested
prospects prospects

15.
Outbound Marketing
1. Find a “targeted” list • 10,000 people on list
2. Call, email
2 Call email, mail the list • Mail email call at cost
Mail, email,
3. Most of them (97%) of ~$5+ each
have no interest • $50 000 investment
$50,000
4. Those that have • 300 respond to this
interest need to be outbound marketing
qualified, and sold on • 200 are qualified leads
your company
• Cost per lead = $250

16.
Inbound Marketing
1. Do inbound marketing • Software + tools ~$4K
2.
2 Attract people to your • Invest 25% of your time
business for 3 months
3.
3 Qualify out those that • 400 people download
are interested, but not your ebook
a fit for you (50%) • 200 are qualified leads
4. Engage with those that
are interested and a fit • Cost per lead = $20
• Cost including time @
$75K per year = $45
per lead

32.
Tips You Might Not Know
• Start before you ha e a prod ct
o have product
• Start before you have a website
• Start before you have anything
• All you need: a rough market and some ideas
• A blog can launch a company

54.
Getting Found: On-Page SEO
Keyword Grader
• Determine what k
D i h keywords tod
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against
competitors for each
keyword/phrase
• Determine the specific page on
your site that is ranking for each
y g
keyword(phrase) and how to make
further improvements

55.
Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of

56.
Getting Found: SEO for Your Whole Site
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it

59.
Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence around each lead
(number of visits, time on site,
pages visited, comments written
on blog, documents downloaded,
g
information submitted via web
forms created)
• Increase close rate through
i
improved l d quality
d lead lit

60.
Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize
ti iti ti i
your efforts and allocate your time
and money towards the programs
that generate the most leads and
sales for your business

62.
HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing and specifically
trained on HubSpot's products and
HubSpot s
methodologies
• Consulting sessions focus on these
topics based on the specific needs
of the client